Consumer behavior and marketing strategy J. Paul Peter, Jerry C. Olson.

Por:

Peter, J. Paul

Colaborador(es):

Olson, Jerry C. (Jerry Corrie), 1944-

Series McGraw-Hill/ Irwin series in marketingDetalles de publicación: Boston McGraw-Hill c2002.Edición: 6th edDescripción: xxvi, 582 p., [24] p. of plates ill. (some col.) 27 cmISBN:

0072410647 (alk. paper)

Tema(s):

Clasificación CDD:

658.8342 P4781c6 21

Clasificación LoC:

HF5415.3 .P468 2001

Recursos en línea:

Existencias
Imagen de cubierta	Tipo de ítem	Biblioteca actual	Biblioteca de origen	Colección	Ubicación en estantería	Signatura topográfica	Materiales especificados	Info Vol	URL	Copia número	Estado	Notas	Fecha de vencimiento	Código de barras	Reserva de ítems	Prioridad de la cola de reserva de ejemplar	Reservas para cursos
	Libro	Biblioteca Encarnación Valdés Colección General bev				658.8342 P4781c6 (Navegar estantería(Abre debajo))					Disponible			80000002432659

Total de reservas: 0

Descripciones mejoradas de Syndetics:

This text introduces a number of elements to help readers better understand markets and develop effective marketing strategies. The authors utilize the wheel of consumer analysis to show how consumers affect cognition, behaviour, environment and marketing strategy interact.

Includes bibliographical references and index.

Tabla de contenidos provista por Syndetics

Section 1 A Perspective on Consumer Behavior
Chapter 1 Introduction to Consumer Behavior and Marketing Strategy
Chapter 2 A Framework for Consumer Analysis
Section 2 Affect and Cognition and Marketing Strategy
Chapter 3 Introduction to Affect and Cognition
Chapter 4 Consumersâ¼" Product Knowledge and Involvement
Chapter 5 Attention and Comprehension
Chapter 6 Attitudes and Intentions
Chapter 7 Consumer Decision Making
Section 3 Behavior and Marketing Strategy
Chapter 8 Introduction to Behavior
Chapter 9 Conditioning and Learning Processes
Chapter 10 Influencing Consumer Behaviors
Section 4 The Environment and Marketing Strategy
Chapter 11 Introduction to the Environment
Chapter 12 Cultural and Cross-Cultural Influences
Chapter 13 Subculture and Social Class
Chapter 14 Reference Groups and Family
Section 5 Consumer Behavior and Marketing Strategy
Chapter 15 Market Segmentation and Product Positioning
Chapter 16 Consumer Behavior and Product Strategy
Chapter 17 Consumer Behavior and Promotion Strategy
Chapter 18 Consumer Behavior and Pricing Strategy
Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy

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